25 Examples of Structured and Unstructured Data in Marketing


25 Examples of Structured and Unstructured Data in Marketing 

Structured and unstructured data aid a marketing a campaign by ensuring that a marketer is able to understand the behavior of the target audience. Both structured and unstructured data play a crucial role when it comes to efficient search marketing analysis.

Unstructured data is the mostly utilized when it comes to marketing since it offers a way of understanding client behavior. Unstructured data also offers an avenue for analyzing what potential clients are tuned to go for. Examples of unstructured data in marketing include:


Metadata defines unstructured data as it provides information but not in the aligned format that can be analyzed by data processing equipment and tools.


Journals also represent an example of unstructured data that is used in marketing especially when explaining concepts to the target audience.


The main use of documents during marketing is when expounding on a concept or enhancing the knowledge of the target market.


A perfect example of unstructured data, eBooks are text heavy and have data embedded in the text which when extracted can aid in analysis.


The most pronounced example of unstructured data in advertising is the marketing videos that are adopted by advertisers since they carry information that cannot be deciphered by the data processing tools.


All audio messages utilized during a marketing campaign can be classified as unstructured data since they are usually not processed or analyzed by the data machines.


The use of images in marketing presents a marketer with a state of operation where they have to handle unstructured data.


Arguably the most pronounced example of unstructured data, emails are widely used in marketing as a way of reaching out to the target market.

Web page text

The texts contained in the web pages that a marketer uses for advertising are also classified as unstructured data since they cannot be translated by the data processing software.


The surveys done during a marketing campaign present an advertising expert with unstructured data to work with.

Social media

Social media interactions are widely considered as unstructured data especially with their capacity to explain customer behavior without the figures and numerical data to define the same.

Blog posts

A standout example of unstructured data is the blogposts used in marketing which also constitute the texts placed on the landing pages that target customers are directed towards during a marketing drive.

Customer call logs

A marketer is presented with unstructured data when trying to utilize the customer call logs to understand the frequency of ordering and re-ordering which underlines customer behavior.

Telephone listings

A source of unstructured data in marketing is the telephone listings which mainly offer a pathway of interaction with the target audience which cannot be processed by data processing tools.

Structured data is the data that can be effectively analyzed by data processing software and it is used in marketing to create a focused campaign for the target audience. Examples of structured data include:


Age represents structured data that can be easily processed by data analysis equipment effectively providing a pathway of action that a marketer can use to focus on a demographic.


A significant example of structured data is gender which is important when it comes to targeted marketing that focuses on a niche.

Ordering information

The ordering information that is collected from clients is structured data which is very important in understanding the frequency of ordering as well as customer behavior when ordering certain products or services.


A crucial example of structured data is the warranties that are offered with products marketed to the client base. Warranties explain client behavior and allow for a customized approach to the marketing process.


The mostly recognized example of structured data is the spreadsheet which contains the data about clients and their tendencies when making a purchase or settling on a choice.

Relational database

Another popular example of structured data is the relational database which creates a connection between varied selling factors. It provides data on which combinations work best considering the response received from the client base.

Account numbers

Account numbers and reference numbers are examples of structured data that can be processed to create a relation between the clients and spending behavior.

Purchase history

The purchase history is a core example of structured data since it explains the frequency of purchases and also provides insight on the high seasons when marketing is necessary.


An example of structured data that is utilized but not on a large scale as with the other sources.


A source of structured data, company names provide an opportunity for analysis that creates a channel between the target audience and consumer behavior.

Time of purchase

The time of purchase is always important since it explains the periods when consumers have the spending power.